Uniqlo Field unveiled at Dodger Stadium as Dodgers lock in first-ever field naming deal
Uniqlo Field is now the official name for the playing surface at Dodger Stadium, unveiled Wednesday as the Los Angeles Dodgers prepare to open their season Thursday. The change marks the first time the franchise has added a sponsor name to the field, while the venue name itself remains Dodger Stadium. The move delivers a new revenue stream for the club without selling naming rights to the stadium building, as confirmed by team and company executives speaking on Wednesday.
What changed Wednesday at Uniqlo Field
On Wednesday, new red-and-white signage reading “UNIQLO FIELD” appeared in and around the ballpark footprint, including on the grass along the baselines and on a prominent sign high above center field. The Dodgers described the official designation as “Uniqlo Field at Dodger Stadium, ” a framing meant to preserve the long-standing identity of the venue while attaching a sponsor name to the field.
Dodgers president and CEO Stan Kasten said the partnership reflects a straightforward financial reality for a team seeking to sustain a top-tier on-field product. “We need a lot of revenue to put out the product that we do, ” Kasten said. He added that the organization values the contributions of fans, media partners, and sponsor partners in supporting that goal.
Uniqlo founder Tadashi Yanai, speaking through an interpreter, said he understands that many fans will keep calling the ballpark “Dodger Stadium” regardless of what the signage says. “That’s a very natural reaction, ” Yanai said. “We respect that. ”
Deal terms, branding footprint, and why it matters
Yanai said the agreement covers five years and that its total value is “more” than $125 million. The structure aligns the Dodgers’ annual naming-rights income with other major Los Angeles-area venue deals, while leaving “Dodger Stadium” intact as the stadium name.
Uniqlo’s branding will be displayed in multiple locations around the stadium, including the batter’s eye in center field, the facade beneath the press box, and on the grass along the baselines. The sponsorship is described as Uniqlo’s first major sports sponsorship in the United States, and Koji Yanai, a senior executive officer for Fast Retailing, said it took nearly a year to negotiate.
Koji Yanai also pointed to the company’s ambition for the name to become familiar to fans over time. “The Uniqlo Field at Dodger Stadium name may be very new for everyone, ” he said, “but I hope in the near future the fans will like it and will love it. ”
Immediate reactions from officials and the fan reality
The tone Wednesday was candid: the signage is real, the partnership is expensive, and the public’s habits may not change quickly. Tadashi Yanai said local naming preferences are not critical to the sponsorship’s success, while still making clear the company would welcome broader usage of the name.
On the Dodgers’ side, Kasten said he has been encouraged by what he has heard from fans. “I’ve been thrilled with the reaction I got from fans, ” he said.
There was also a lighter exchange around the idea of rewarding a batter for hitting the center-field sign, after a Japanese reporter raised the concept. “It’s a very good idea I was just given, ” Koji Yanai said through a translator, with Kasten responding, “We like that idea, too. ”
On player apparel, Tadashi Yanai said providing Dodgers players with clothing is complicated by existing sponsorship arrangements, though he suggested the company could provide everyday clothing. Kasten interjected: “We pay them enough to shop at Uniqlo stores. ”
Quick context
The Dodgers will open their season Thursday by hosting the Arizona Diamondbacks in a three-game series, with the new signage visible as the games begin. Uniqlo is a Japan-based apparel retailer, and the Dodgers roster includes Japanese stars Shohei Ohtani, Yoshinobu Yamamoto, and Roki Sasaki.
What’s next for Uniqlo Field
In-stadium plans tied to the partnership include a special corner inside team apparel stores and a June 21 event where fans will receive an item of LifeWear clothing, with a social contribution program launching in late May. For now, the immediate test arrives at first pitch on Thursday (ET): the signs will say Uniqlo Field, the announcers will use the full sponsored name, and the crowd will decide—out loud—what they want to call the place they came to watch.
